I've Found Them: 7 In-the-Know Brands That Are Just as Pretty as Dôen
Below, I've rounded up seven brands on the market that perfectly embody the romantic but effortless appeal of Dôen.
If I were to describe my personal style, I’d say that I’m a minimalist who loves a vintage edge to my staples. Think lace-trim shorts, broderie blouses and ruffle necklines—all features that feel that bit more elevated whilst remaining well within my comfort zone. And to me, no brand captures this quite as accurately as Dôen.
Since its launch back in 2016, the brand has gained a cult following, focusing on floaty silhouettes, soft details, and classic colours and patterns that will last in your wardrobe for many years to come. It’s one of those brands that I constantly spot on my fellow editors as well as family and friends. And don’t just take it from us; celebrities love it as well! The likes of Bella Hadid, Lily James and Daisy Edgar-Jones have all been spotted wearing this boho brand.
Lily James wears Dôen's Emerence dress (£488).
As someone who loves the brand, I’m constantly finding myself looking at other brands for Dôen-esque pieces that I can add to my outfit rotations. Whether it be a high-street hero that gives you that Dôen look without breaking the bank, or maybe you simply want to bolster your wardrobe with pretty boho-inspired pieces, there are plenty of brands on the market that perfectly embody the romantic but effortless appeal of Dôen’s clothing.
And luckily for you, I’ve rounded them up below. Keep scrolling to discover the seven brands that everyone will mistake for Dôen this season.
7 Brands That Remind Me of Dôen
1. Rixo
@modestmira_ wearing a Rixo blouse.
Style Notes: Founded in West London over 10 years ago, it doesn’t get more vintage-inspired than British brand Rixo. Featuring floaty silhouettes, lace-trim detailing, and broderie fabrications, the brand has long been a Who What Wear editor favourite, and if you’re looking for a whimsically inspired brand that leans slightly more retro, this is the perfect option for you. Not to mention the pieces will fit in seamlessly with any of the Dôen items you might already own.
Shop Rixo:
2. Damson Madder
@taffymsipa wearing Damson Madder co-ord.
Style Notes: Damson Madder has long been a favourite among the London fashion set. A collection of floaty co-ords, statement collars and delicate embroidery, this maximalist brand is perfect for those looking for clothing that’s slightly more elevated than the classic staples we see at Doên. Plus, the brand is priced significantly lower, allowing those on a budget to get the Doên look for less.
Shop Damson Madder:
3. Free People
Who What Wear UK's shopping editor, @florriealexander wearing a Free People dress.
Style Notes: When it comes to high-street brands, Free People encapsulates the boho aesthetic like none other. Between delicate lace-trim shorts and breezy midi dresses that sell out year after year, this casually romantic brand shares so many qualities with Doên, again at a price point that won’t break the bank. Me personally? I have my eye on the Doên-esque Oasis midi dress that my fellow editor, Florrie, is wearing above.
Shop Free People:
4. Posse
@maryljean wearing a Posse blouse.
Style Notes: If you’re a true-to-name minimalist and Doên feels just a tad too undone to you, then let me introduce you to Posse, an Australian brand that manages to perfectly balance the boho style of Doên with timeless silhouettes, classic hues and an understated elegance that sits well within the comfort zone of pared-back dressers.
Shop Posse:
5. Faithfull the Brand
@emmanuellek_ wearing a Faithfull dress.
Style Notes: In a similar vein to Posse, but with a slightly more nostalgic spirit, Faithfull the Brand focuses on intricate detailing in elevated but wearable hues. Ideal for both a beach holiday and a break around the city, this Aussie brand perfectly balances a romantically inspired boho aesthetic with an effortless appeal, much like Doên.
Shop Faithfull the Brand:
6. Nobody's Child
@thealiceedit wearing Nobody's Child shorts.
Style Notes: If you’re a regular reader of Who What Wear, then you’ll know just how much we love Nobody’s Child for their vintage-inspired collection. And luckily for us, this affordable brand creates high-quality pieces reminiscent of Doên. Although the brand's dress selection is not to be missed, you should also take a look at their boho blouses, soft knits and pretty shorts and skirts.
Shop Nobody's Child:
7. Sézane
@_jessicaskye wearing a Sézane co-ord.
Style Notes: I’ve spotted a number of my favourite French fashion influencers in Doên, and after a quick scroll on Gallic brand Sézane’s website, it’s no wonder why. Effortless, romantic, with just the right amount of retro edge, it’s easy to wear, versatile staples that have become a regular appearance in the wardrobes of French it girls and Doên lovers alike.
Shop Sézane:
Shop More Dôen-Inspired Pieces I Love
